SUBLIMINAL LEARNING

Short List
TitleSUBLIMINAL LEARNING
BrandLANGENSCHEIDT
Product/ServiceLANGENSCHEIDT ONLINE DICTIONARY
Category A06. Financial Products & Services, Commercial Public Services, Business Products & Services
Entrant GREY GERMANY Düsseldorf, GERMANY
Idea Creation GREY GERMANY Düsseldorf, GERMANY
Production HOGARTH WORLDWIDE Düsseldorf, GERMANY
Production 2 STOFFF Düsseldorf, GERMANY
Additional Company LANGENSCHEIDT Munich, GERMANY
Credits
Name Company Position
Fabian Kirner Grey Duesseldorf GmbH Chief Creative Officer
Alexandros Antoniadis Grey Duesseldorf GmbH Creative Director
Martin Venn Grey Duesseldorf GmbH Creative Director
Alper Yazar Grey Duesseldorf GmbH Art Director Digital
Yves Harmgart Grey Duesseldorf GmbH Art Director
Daniel Ridderskamp Grey Duesseldorf GmbH Copywriter
Martin Steinorth Grey Duesseldorf GmbH Technical Director
Jannis Migdalas / Creative Developer
Dirk Fischer-Rau Grey Duesseldorf GmbH Head of TV
Benedikt Goerts Grey Duesseldorf GmbH Producer
Wilhelm Dukart Hogarth Worldwide Audio Composer
Andrea Zellhofer Grey Duesseldorf GmbH Senior Producer
Michael Rewald KW43 Branddesign Managing Director
Esther Miguletz Grey Duesseldorf GmbH Trainee

The Campaign

Learning a new language takes a lot of effort and time. But imagine, you could learn a language without even trying – directly, while you waste your time on the Internet. With Langenscheidt you can – by using the technique of subliminal learning. Subliminal, because we use a new media space, that nobody really recognises - the tiny time slot it takes t load a new website. 0.5 seconds, that’s long enough to teach you a new language.

Creative Execution

We developed an intelligent browser plugin, that uses the time it takes to load a website (on average 0.5 seconds) – a media space, that was never used before. In this short moment the software shows one single word including the translation. So click by click it teaches new vocabulary. The user can tailor the product to his or her own needs. He can choose between difficulty levels, languages, topics - and content-related learning. Depending on the kind of websites he visits, the software recognizes the content related terms and directly chooses vocabulary out of this context, e.g. sports-related phrases or politics.

Results

In average our target audience generates around 100 clicks per hour while surfing the web, which can add up to 700 words a day per user. That’s over four thousand direct contacts with the brand per week – per person! The plug-in already generated more than 4 million interactions with the brand – growing every second. People were able to learn thousands of new words. And all of that with media costs of exactly 0 €. The plug-in was developed internally and the only costs that accumulate are the server costs for the Langenscheidt database – which already existed beforehand.

The product we invented communicates directly and one to one over a totally new media space – the loading time between two websites, while the user surfs the Internet. His surf behaviour influences directly, what kind of vocabulary the algorithm chooses out.

People spent in average 7 hours a day on the internet. That’s 49 hours a week – often without any educational effect. That’s why we invented a new product, that teaches people languages without changing their habits - while they surf on the web.